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New Spots For Deere From GSD&M

GSD&M's Idea City has rolled out its first new campaign for John Deere after snaring the business nine months ago. The effort is themed "Everything we've learned goes into everything we do." The debut TV spot focuses on the company's experience in agricultural equipment and features images of combines slicing through large swaths of land before showing a fellow mowing his lawn.

"John Deere in the past has really focused on very emotional work, which is something we are doing also, but in a slightly different way," says Lauren Hood, an account supervisor with GSD&M. The agency has instead chosen to leverage the "iconic nature of the John Deere brand," and to focus on the dealers who sell it. "We're really building up the dealer as an asset to the brand," Hood says.

The main ad, to run during the NCAA basketball tournament, targets property owners who are likely to buy higher-end lawn mowers. The campaign is a big one for GSD&M, which lost some clients and laid off staffers late last year, although it has recently picked up some new business and hired a new top creative director.

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